Marketing & Social Media Insights
Fast casual sandwich chain Which Wich definitely sandwiched in some growth during Q1, launching up an impressive 15.93 points in social restaurant visits. Its progress, as seen in the line graph, is incredible, moving from a gradual decline to a drastic jump. What factors could have played into its latest social restaurant visits spike?
Before you spend more money on marketing, you need to make sure that you have an action plan for cultivating the brand (or reputation) you want. Otherwise, your advertising efforts will be inconsistent and fall flat. How do you want your restaurant to be perceived? Have you ever invested time and energy into creating a step-by-step plan?
Your brand identity is often the first touchpoint with potential customers. Before they taste your food, experience your service, or step foot in your environment, they will see your branding. Your exterior signage, website, and social media presence are often the first encounters with your brand. They will form an opinion from that first impression.
Knowing who your customers are is crucial to developing a marketing strategy that gives you a decent return on investment. A huge chunk of your marketing budget could be spent in the wrong place, on platforms not used by your customers, or on content your customers aren’t interested in and written in a way that doesn’t speak to your customer’s personality.
With the emergence of social media and smartphone usage, the greater part of marketing efforts are nowadays focused online. Although online marketing can be extremely efficient when done right, it’s easy to get distracted with chasing likes and follows and overlook your core customer group — people who live and work in the vicinity of your restaurant.
No doubt social media in our society is a wonderful blessing, but it can also be a deadly curse if you get on the wrong side of an angry guest. In less than a decade, the ways in which consumers get their information has radically changed. And how they share experiences about restaurants — good and bad — has morphed from private conversations.
By Doug Radkey, Foodable Industry Expert
The most influential decisions you will make for your restaurant will happen during the start-up phases. Before opening your restaurant startup, you need to determine your vision, mission, culture, and values. (Or if you're a restaurant veteran, consider if you need to amp up your already-existing value statements.) Understanding your goals and being able to state them clearly is the first step toward making them happen.
The definition of value is “the regard that something is held to deserve; the importance, worth, or usefulness of something.” For your restaurant or bar, it is a statement that informs not only your customers, but also your staff, about the business’ goals and what its core beliefs are.
Values and company culture coincide with determining your brand identity. Creating a value statement and building the foundation for culture within your concept will create consistency, accountability, and room for growth.
It’s a four-step process. To survive this cut-throat industry, each statement should be clear, powerful, and broad enough to guide your decision-making and help explain your restaurant’s intentions to consumers.